What factors do mothers analyze when purchasing different types of products for their children? How do we value food safety? These are some of the questions that the consulting firm Mintel wanted to answer through a recent study.
This expanding company and with offices in places like London, Shanghai, Sydney or Chicago, has positioned itself as an independent provider of market information.
They tell us that women who are mothers put more interest in purchase values such as safety and nutritional quality of food products. 56% of mothers with children under six years of age are looking for consumer items (accessories, toys, ...) that are durable, while 51% focuses on the safety of food and other products. But since the economic crisis seems to have a globalized character (although more pronounced in some countries than in others), 46% of respondents claim to give importance to the most adjusted prices.
The results focus primarily on the purchase of family nutrition products, and it has been found that 40% of mothers think about the long-term impact of what children eat, and percentages around 30% value the analysis of the food content, and try to avoid the use of chemicals in what the little ones eat and drink.
According to Fiona O'Donnell, mothers instinctively need to protect and feed children, hence they pay attention to food security. So, although low prices are often valued in the purchase, this factor loses its importance when security is given more importance. Sometimes the convenience of large stores contradicts quality nutrition, so retailers and direct attention can help mothers in this task.
And as a curious fact the mothers who were asked (as well as the rest of mothers) they prefer as a gift for any occasion, something that their own children have made.
